Service-learning, as a pedagogical tool, provides a means of connecting students' academic study to community service with the explicit intention of promoting active and responsible citizenship. Business education can benefit from service-learning in mainstreaming socially responsible knowledge, skills, and experiences. More surprising are the revelations service-learning can discover from business through social marketing. Social marketing recognizes that neither government nor education can solve the growing range of complex and multifaceted social policy issues facing societies around the world. Social marketing is about voluntary behavioral change for the good of the individual and society, combining individual factors with institutional, organizational, and policy variables. Social marketing is, potentially, extremely compatible with and beneficial to service-learning, embracing social change. This article presents ways in which social marketing can improve service-learning as a means for preparing individuals, including business, commerce, and marketing graduates, to be life-long active citizens.View full textDownload full textKEYWORDSservice-learning, social marketing, engaged citizenship, business educationRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10495142.2010.483272
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